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Agents urged to keep Eclipse pricing up
Saturday, 27 Apr, 2010
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Agents have been urged not to be afraid to up-sell Celebrity Cruises’ new ship Celebrity Eclipse as its starts its first season of ex-UK sailings from Southampton.
UK and Ireland associate vice president and general manager Jo Rzymowska said prices for the 2,850-passenger ship has been raised for summer 2011 because the company believes it can achieve a premium price from the £500 million vessel.
The latest 2,850-passenger Solstice class ship is between 85%-90% sold for its inaugural season out of Southampton this summer and has become the best selling vessel in the ten-strong Celebrity fleet.
“We need to do what we can to keep the prices where they are,” said Rzymowska following the formal naming of the ship at the weekend in the city.
“It’s important to make sure our travel partners get the right people on for this ship and at the right price. If that means looking towards different distributions options, then we will do.”
The line’s dedicated UK and Ireland sales force will probably grow as part of the overall strategy to get the Celebrity proposition across to the trade, she added.
Showcasing sister ship Celebrity Equinox to the UK trade last year also helped raise the profile of the Solstice class vessels and push sales for Eclipse.
Increased efforts to raise the consumer profile of the brand would work hand in hand with trade activity.
“On the consumer side we are increasing our investment and being more clever about it,” said Rzymowska, citing an online viral campaign highlighting the attributes of the vessel. “A stronger above the line profile is not beyond the realms of possibility.”
Early indications were that the average age profile of passengers being attracted to Celebrity Eclipse was younger, in the early 50s rather than late 50s the company would normally expect.
*Rzymowksa said she expected her position within the Royal Caribbean Cruise Line organsation to be clarified by mid-May. This follows the departure last month of former UK and Ireland managing director Robin Shaw to the owner of Saga and Titan Travel.
by Phil Davies
Phil Davies
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